Another way you see it is, if you take a look at our top 10 best-selling items worldwide in Q1. The top 10 are all either digital or Kindle related. Paperweight is our best selling product worldwide. But again, all 10 spots in the Q1 were either Kindle or digital items. And I believe that that's the first time that we’ve seen.

Disclosure: Jeff Bezos is an investor in Business Insider through his personal investment company Bezos Expeditions.